The case study A bet on social media as a marketing tool, carried out by the Director of Communications and Marketing of Fundação Getulio Vargas, Marcos Facó, was chosen as one of the Top Case Highlights of the Case Studies magazine.The article talks about a communication and marketing pioneer multiplatform action that relied on the collaboration of large companies in the country, and presents the results that prove the success of the initiative. Called FGV Challenge, the action on Facebook was implemented for the first time in the Vestibular FGV 2012 campaign and contributed to a 19% increase in the number of enrolled students for the selection process of that year. To speak with teenagers who yearn for an undergraduate course, nothing could be more efficient than the internet, says Facó.The challenge consists in matters related to the daily corporate routines, directed at college entrance exam students by HR directors of organizations such as Accenture, Itaú and Votorantim. Every week a company launches a video about the challenge on FGV's college entrance exam fan page on Facebook and the best idea is awarded. If the student passes FGV's college entrance exam, he gets a second prize - from tablets and paid internships to trips abroad. With this campaign, FGV changed the logic of empowering the student in its schools, so it could be absorbed by the labor market. The main added value of the action was to show how much FGV opens doors to the future, he explains.The ten winning cases were chosen from among 800 by a jury composed of FGV's Teaching, Research and Graduate Studies Provost, Antonio Freitas; by the superintendent-general of Abrasca, Eduardo Lucano; by TAM S.A.'s president, Marco Antonio Bologna; by the business consultant and former president of Securities Commission, Roberto Teixeira da Costa; and by former president of Abamec and creator of the Mario Henrique Simonsen Award for Management Cases, Roberto Terziani.The award ceremony will take place on October 24 and 30, at FGV's headquarters, in Rio de Janeiro.Please click here to learn more about Desafio FGV (FGV Challenge). (Page available only in Portuguese)